Bitz Magasin & Borrmästarpodden







Epiroc is a Swedish manufacturer of mining and infrastructure equipment. Previously, client communication was characterized by “one content fits all”. But Epiroc has several different target groups – from large companies to self-employed, from top management to operators who handle the equipment. They all have different needs and work in different roles and functions. However, a target audience that needed to be prioritized more strongly are the drilling operators because their influence on purchases has grown significantly.

Together with Splay One, Epiroc developed a multi-channel strategy based on the established content concept Bitz Magasin. A new content platform for articles, was launched as a cornerstone of the updated content universe. The newsfeed on Instagram focuses on operators, an email newsletter is distributed mainly to small companies, and a printed premium magazine was tailor made for purchasing managers at large companies. The podcast Borrmästarpodden was launched for drilling operators, starring Epiroc’s own expert in rock drilling along with various guests revealing their personal me and my machine-stories.

Podcast downloads


Campaign Views


Traffic to digital channels




And they keep listening.

Epiroc’s content has become more accurate and reaches more people within each target group. Traffic to digital channels has tripled. Not only because the distribution has been expanded, but because the content is considered relevant and interesting, which is also proved by the increased traffic from organic search.

A podcast for drilling operators

A podcast for drilling operators

Bitz Magasin and Borrmästarpodden have been established as credible and valued sources of knowledge. Clients are involved in the content in many ways, and provide feedback to our editorial team with reflections and ideas of their own. This response also comes from readers and listeners who use competing equipment! Another hallmark of quality is that Bitz Magasin’s content is republished more frequently in other contexts, both within Epiroc globally and in the Swedish and International press.